This book investigates the challenges and strategies involved in the international brand management of Chinese companies, specifically focusing on their expansion into US and other global markets. It examines case studies within the household appliances and consumer electronics sectors, analyzing the unique hurdles these companies face in establishing and growing their brands in diverse international landscapes, drawing upon established business and marketing principles.

The book is positioned as a specialized academic text, likely appealing to students, researchers, and professionals in international business and marketing. Its focus on specific industries and markets suggests a detailed, analytical approach to understanding the complexities of global brand building. The case study methodology implies a practical, evidence-based examination of real-world business scenarios.